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City Branding: An Effective Assertion Of Identity Or A Transitory Marketing Trick?

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  • MIHALIS KAVARATZIS
  • G. J. ASHWORTH

Abstract

Cities throughout Europe are increasingly importing the concept and techniques of product branding for use within place marketing, in pursuit of wider urban management goals, especially within the new conditions created by European integration. However, there is as yet little consensus about the nature of city branding, let alone its role in public sector urban planning and management. This exploratory paper will first, use contemporary developments in marketing theory and practice to suggest how product branding can be transformed into city branding as a powerful image-building strategy, with significant relevance to the contemporary city. Second, it will define city branding, as it is being currently understood by city administrators and critically examine its contemporary use so that a framework for an effective place branding strategy can be constructed. Copyright (c) 2005 by the Royal Dutch Geographical Society KNAG.

Suggested Citation

  • Mihalis Kavaratzis & G. J. Ashworth, 2005. "City Branding: An Effective Assertion Of Identity Or A Transitory Marketing Trick?," Tijdschrift voor Economische en Sociale Geografie, Royal Dutch Geographical Society KNAG, vol. 96(5), pages 506-514, December.
  • Handle: RePEc:bla:tvecsg:v:96:y:2005:i:5:p:506-514
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    File URL: http://www.blackwell-synergy.com/doi/abs/10.1111/j.1467-9663.2005.00482.x
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    References listed on IDEAS

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    1. Jean-Noël Kapferer, 1992. "Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity," Post-Print hal-00788649, HAL.
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    Cited by:

    1. repec:eee:touman:v:32:y:2011:i:1:p:1-15 is not listed on IDEAS
    2. Cecilia Pasquinelli, 2011. "Place Branding and Cooperation: Can a Network of Places be a Brand?," Chapters,in: Brands and Branding Geographies, chapter 14 Edward Elgar Publishing.
    3. Paschou, Eleni & Metaxas, Theodore, 2013. "Branding Stockholm," MPRA Paper 48118, University Library of Munich, Germany.
    4. Rabbiosi, Chiara, 2016. "Place branding performances in tourist local food shops," Annals of Tourism Research, Elsevier, vol. 60(C), pages 154-168.
    5. Alex Deffner & Theodoros Metaxas, 2006. "Is City Marketing Opposed to Urban Planning? The Elaboration of a Pilot City Marketing Plan for the Case of Nea Ionia, Magnesia, Greece," ERSA conference papers ersa06p889, European Regional Science Association.
    6. Anette Therkelsen & Henrik Halkier, 2011. "Branding Provincial Cities: The Politics of Inclusion, Strategy and Commitment," Chapters,in: Brands and Branding Geographies, chapter 12 Edward Elgar Publishing.
    7. Gary Warnaby & David Bennison & Dominic Medway, 2011. "Branding a Roman Frontier in the Twenty-first Century," Chapters,in: Brands and Branding Geographies, chapter 15 Edward Elgar Publishing.
    8. Merrilees, Bill & Miller, Dale & Herington, Carmel, 2013. "City branding: A facilitating framework for stressed satellite cities," Journal of Business Research, Elsevier, vol. 66(1), pages 37-44.
    9. repec:eee:touman:v:47:y:2015:i:c:p:11-21 is not listed on IDEAS

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